Havas has appointed Bertille Toledano, CEO of BETC, as president of Havas Creative Network, and CEO of Havas Creative Middle East. In her new role, she will lead the launch of a new creative powerhouse in the Middle East.

Toledano will continue in her role as CEO of BETC, the agency founded 30 years ago by Mercedes Erra and Rémi Babinet, who now serve as chairs of its Supervisory Board. BETC embodies the power of creative excellence to move people, cut through the noise, and create lasting value for brands. Since joining the Group in 2012, Bertille Toledano, alongside Stéphane Xiberras, president & chief creative officer BETC and head of the Global Creative Council of Havas Creative Network, has pushed this mission further, and developed the agency on the international stage. Today, BETC is recognised as a world-class, award-winning agency, including its ranking as the first agency for creativity by WARC in 2024.

Over the past years, Bertille has also played a significant role internationally, particularly in the Middle East, a region where Havas works in close partnership with the Chalhoub Group. Echoing the extraordinary potential of this region, a new Havas Creative Powerhouse has been launched in the Middle East under Bertille’s leadership. She will bring her energy, talent, and vision to the Middle East, by overseeing all creative, PR, CX, production and event activities across the region. The Havas Creative Middle East agencies will be renamed BETC Middle East. Bertille will work closely with Yannick Bolloré, Mercedes Erra and Donna Murphy, with the support of Alberto Canteli, chairman & CEO NEC region and the Middle East and chairman Africa, as well as Dany Naaman, CEO of Havas Middle East, to ensure that this region delivers its full creative and business potential leveraging Havas’ Converged.AI strategy.

“In the age of AI, our clients are increasingly seeking to partner with creative powerhouses that are culturally relevant, locally insightful, and globally outstanding. They expect world-class creativity backed by bold production capabilities. That’s why creative excellence is at the heart of our strategy, and Bertille’s vision and leadership will help us bring this ambition to life in a region full of opportunities,” stated Yannick Bolloré, CEO, Havas.

“Bertille’s appointment marks an exciting new chapter for Havas Creative. The Middle East represents one of our most dynamic growth regions, and her creative vision, international experience, and entrepreneurial spirit will help us unlock its full potential. I’m thrilled to welcome her to our global leadership team and to collaborate on realising the region’s full potential,” added Donna Murphy, CEO, Havas Creative & Health Networks.

“Bertille embodies all the cultural values that Remi and I deeply believed in at BETC. I’m proud that she can carry them forward today within the Havas Group,” commented Mercedes Erra, founder and chairwoman of the supervisory board, BETC.